And while I’m on the subject of “good” copy…
One of the most difficult things about writing web copy on a day to day basis is taking some text from a colleague and reforming it into an often brief missive.
Parody of an advert for a writing course
Where have my lovely adjectives gone? is what they’re thinking but not saying. Most people are very polite and will save their disapproval for another time (or person. But I digress).
Untrained web writers often make these mistakes:
- they assume that not having much to say about their product or service means it somehow lacks gravitas, content &c.
- they think that writing unadorned by adjectives is dull
- they think that short, simple, active sentences are dull
- they think that their adjectives enhance the description of their product or service; that they help paint a picture
- they think bullet points, bolded keywords and short, bitty paragraphs look ugly
The problem with this approach is that readers couldn’t care less whether your product is innovative and new because they haven’t come across a product that is unoriginal or dated in the last 10 years of browsing on the web. These types of adjectives have less than zero meaning.
Readers want to know how the product you’re offering will benefit them, so a quick summary of your product’s benefits will suffice. Structure this is in a way that helps them scan your text and you’re pretty much there.
On paper (or screen) it may seem boring, and a million miles from the original author’s conception of their product, but your readers will appreciate it. I’ve seen pages generate more enquiries through “dull” writing.
Tweet this post → or contact me on twitter: @leonpaternoster